Segmenting users by engagement is crucial for improving email deliverability, reducing deliverability issues, and maximizing conversions.

By targeting active subscribers with regular content and re-engaging less active users strategically, you:

• ensure that emails reach those most interested, leading to more opens and clicks.
• can send a tailored campaign to less engaged users, giving them a chance to re-engage or unsubscribe.
• reduce the risk of disengaged recipients marking messages as Spam and get sending suspended for your account.

MailPoet allows to create segments of subscribers in MailPoet > Segments.

If you have been collecting subscribers for a long time but they haven’t received many emails from you or their engagement hasn’t been monitored, they may have forgotten about your mailing list or lost interest in your content. To improve engagement and reduce complaints, follow these steps:

Segment engaged and new subscribers

Create a segment including only subscribers with an engagement score higher than 20% OR an unknown score. The unknown score ensures new users, who haven’t received enough emails to generate a score, are included. Continue sending your regular campaigns to this group only.

The segment should look like this:

Reconfirm less engaged users

Create a separate segment for subscribers with an engagement score lower than 20%. You can send them a dedicated email asking if they still want to receive your emails, with a clear option to unsubscribe. This serves as a re-confirmation process.

The email should include:

• A reintroduction (reminding subscribers who you are and what they signed up for).
• A clear call-to-action link/button (asking them to confirm if they still want emails) that you can link to a custom “Thank you!” page on your website.
• A trackable button/link (that we will use for further segmentation later).

Track reconfirmed subscribers

Approximately 14 days after sending this reconfirmation email, create a new custom Segment filtering all subscribers who clicked on this particular link from this newsletter.

Moving forward, include this segment when sending your regular campaigns to the engaged and new subscribers.

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For guidance on working with segments, refer to Using Segments To Improve Engagement.